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MR, 2nd Edition

Tom J. Brown, Tracy A. Suter

  • Copyright 2014
  • {{checkPublicationMessage('Published', '2013-02-12T00:00:00+0000')}}
Starting At $69.95 See pricing and ISBN options
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MR 2nd Edition by Tom J. Brown/Tracy A. Suter
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Overview

Created through a "student-tested, faculty-approved" review process, MR2 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. MR2 provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course.

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Meet the Authors

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Tom J. Brown

Tom J. Brown is Head, School of Marketing and International Business, and Noble Foundation Chair in Marketing Strategy in the Spears School of Business at Oklahoma State University. He received his Ph.D. from the University of Wisconsin-Madison. Dr. Brown teaches marketing research and has supervised hundreds of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies. Dr. Brown is a past recipient of the Sheth Foundation Best Paper Award in the Journal of the Academy of Marketing Science. In addition, he received a Richard D. Irwin Foundation Doctoral Dissertation Fellowship while at the University of Wisconsin, the Kenneth D. and Leitner Greiner Teaching Award, and the Regents Distinguished Research Award, both at Oklahoma State University. Dr. Brown was also recognized as an International Research Fellow at the University of Oxford for his work on corporate reputation. Dr. Brown's articles have appeared in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Applied Psychology, Journal of Service Research, Journal of the Academy of Marketing Science, Journal of Retailing and Journal of Business Ethics, among others. He serves on the editorial review board for the Journal of the Academy of Marketing Science and is an associate editor with the Journal of Service Research. His current research interests focus on organizational frontline research (e.g., customer orientation and influences on frontline employees). He is co-founder of the Corporate Associations/Identity Research Group and the Organizational Frontlines Research Symposia series. He is active in the American Marketing Association, having co-chaired multiple international conferences and the AMA/Sheth Doctoral Consortium, and served as president of the AMA Academic Council.

Tracy A. Suter

Tracy A. Suter is Department Chair, Department of Marketing and Management, at the University of Central Arkansas. He received his Ph.D. from the University of Arkansas. He served as a faculty member in the Department of Marketing and School of Entrepreneurship at Oklahoma State University, among other institutions. Dr. Suter teaches a wide range of courses emphasizing marketing research and business-focused creativity and innovation. Each semester, undergraduate marketing research students complete real-world research projects for area for-profit and not-for-profit firms under his guidance. Completed service-learning projects now number in the hundreds. Dr. Suter's research interests include public policy, the use of innovative technologies in marketing and entrepreneurship and consumer-to-consumer communities. He has published in journals such as the Journal of Business Research, Journal of Public Policy & Marketing and Journal of Retailing, among many others. He also served on several academic journal editorial review boards and is a frequent reviewer for other journals and conferences. Dr. Suter has held endowed chairs in honor of David and Leslie Lawson and Daniel White Jordan during his time in Oklahoma. He has received numerous awards for both research and teaching activities, including the University of Arkansas Award for Excellence in Teaching, the Sherwin-Williams Distinguished Teaching Competition Award given by the Society for Marketing Advances and the Kenneth D. and Leitner Greiner Outstanding Teaching, Regents Distinguished Teaching, and President's Outstanding Faculty Awards, all at Oklahoma State University. Dr. Suter is frequently asked to speak to doctoral students and other academic groups about teaching excellence.

What's New

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  • UPDATED FAST FACTS: The Fast Facts have been updated throughout the text.
  • NEW RESEARCH REPORT: A new research report is included in Chapter 14.
  • VERIFIED ANALYSES: Verified analyses throughout the text.

Features

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  • Thorough coverage of basic research process (structure is based on well-known book in 8th edition) with a casual writing style and appealing visuals.
  • Access to Qualtrics packaged with MR2. Students can take an online survey and use the data collected from the survey to do data analysis. Students can also use Qualtrics to design and deploy their own surveys.
  • This text has been vetted by industry advisory panel.
  • An innovative combination of content delivery both in print and online provides a core text and a wealth of comprehensive multimedia teaching and learning assets based on input from student focus groups and surveys, and from interviews with faculty and students.
  • Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format without minimizing coverage for your course.
  • Chapter In Review Cards at the back of the Student Edition provide students a portable study tool containing all of the pertinent information for class preparation.
  • Instructor Prep Cards at the back of the Instructor's Edition as well as Qualtrics and SPSS Quickstart guides make preparation simple with detachable cards for each chapter, offering a quick map of chapter content, a list of corresponding PowerPoint and video resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently.
  • A full suite of unique learning tools that appeal to different learning styles is available to students with the purchase of a new book. Quizzes, audio downloads, electures, and more are only a click away.

Table of Contents

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Brief Contents.
1. Marketing Research: From Data to Information to Action.
2. The Research Question: Formulation of the Problem.
3. Exploratory, Descriptive, and Causal Research Designs.
4. Collecting Secondary Data from Inside and Outside the Organization.
5. Collecting Primary Data by Observation.
6. Collecting Primary Data by Communication.
7. Asking Good Questions.
8. Designing the Questionnaire.
9. Developing the Sampling Plan.
10. Data Collection: Enhancing Response Rates while Limiting Errors.
11. Data Preparation for Analysis .
12. Analysis & Interpretation: Individual Variables Independently.
13. Analysis & Interpretation: Multiple Variables Simultaneously.
14. The Research Report.
Endnotes.
Index.
Chapter in Review Cards.
Qualtrics Quickstart Card.
SPSS Quickstart Card.

Compare Buying Options

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Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 0357538854
  • ISBN-13: 9780357538852
  • RETAIL $69.95

  • ISBN-10: 1133958427
  • ISBN-13: 9781133958420
  • RETAIL $119.95
Instructor Next Steps
Students: Buy now